When was the last time you saw a product make it big just by relying on cold stats or tech specs that mean something only to enthusiasts? Behind every Apple or Coke, there’s a story people respond to, and a brand copywriter is the person with the chops necessary to bring that story to life.
Start exploring the immersive world of brand copywriting by reading on. You’ll discover what brand copywriting is and how to leverage it to help your own brand become a household name someday.
What Is Brand Copywriting?
Every successful company has an identity it projects into the world. Brand copywriting is creating consistent, meaningful copy that affirms this identity and lets customers build a deep personal connection with the brand.
This type of copywriting is both creative and strategic. On the one hand, it takes creative storytelling to elevate you from yet another business selling the same thing as four more to an integral part of someone’s identity and personality. On the other, a lot of forethought and strategic planning goes into crafting copy that’s on point for the brand and furthers your goals.
Most importantly, brand copy is pervasive. Taglines and campaign slogans are the immediate, distilled examples you might think of when hearing the words brand copy. However, brand copy encompasses all the written materials that inform the customer experience, from internal documents like your mission statement through social media posts and email marketing campaigns to the copy on product packaging.
Brand Marketing 101
Whether you’re an aspiring brand copywriter or an entrepreneur looking to create compelling brand copy for your business, here’s what you need to keep in mind.
Necessary skills
A skilled brand copywriter should have a firm grasp of copywriting fundamentals, starting with an excellent command of language and grammar. Since it’s all about showing not telling, you need to be able to craft stories that resonate with audiences and persuade them to take action without coming off as pushy or salesy.
Further, a well-rounded brand copywriter follows general and industry trends to create timely copy that capitalizes on current events and customer sentiments. Working knowledge of SEO principles is also important since it lets digital copy organically boost your brand’s online presence.
Audience & competition research
Knowing who your brand copy is targeting is crucial for its success. Researching what your target audience needs and the kind of messaging they’re most receptive to will shape the tone of voice you’ll use for your brand copywriting.
No matter how small the brand’s niche is, you won’t have a market monopoly, so it’s a good idea to scout out the competition. This will give you an idea of what works, but it’s also wise to note what they’re not doing and any missteps you should avoid.
Brand messaging guidelines
Maintaining a consistent, instantly recognizable brand voice is how you cultivate a loyal customer base. Doing so is easier if you create a document that outlines core principles that inform all your brand copywriting efforts.
These include high-level concepts like the company’s mission and unique value proposition, specific guidelines regarding tone and language, the types of stories you will tell about the brand, etc.
Secure work practices
Brand copywriters regularly interact with sensitive information. They have access to proprietary company data and marketing tools like email campaign platforms that collect valuable and personal customer information. They are responsible for practicing responsible behavior and using appropriate cybersecurity measures when doing so.
A password manager for Chrome, Firefox or other browsers is a good example of a useful tool. It’s unobtrusive enough not to interfere with your daily routine but indispensable for keeping accounts safe by assigning each a strong, unique password.
Freelance and remote branding copywriters also have to account for the network security they use when pulling up and sharing sensitive business information. They need to use a VPN when doing so –especially if connecting through public Wi-Fi– since they risk exposure, credential theft, and tracking by bad actors without the VPN’s encrypted protections.
However, not every VPN offers the same properties. While some prioritize speed and performance, others focus on robust security features. If you’re looking for the best free VPN, it’s essential to find one that balances both security and performance without compromising your privacy.
Conclusion
The right story can inspire us to do better. To carry on. To live our best life. Harness the power of brand copywriting to tell that story and capture the imaginations of your audience.
